When reality is missing from the feed: why parts of the audience consume media differently

Sweden is changing fast. Today, roughly one in three people has a foreign background, yet many news feeds still feel like they only show one version of reality. This shows up clearly in how Swedes with foreign backgrounds choose their media, which channels they trust and which they avoid.

Lower trust in traditional news media

In our own studies we see that trust in traditional news media is lower among foreign-born Swedes than among Swedish-born. The difference is not about a lack of interest in news, but about how the reporting is experienced. Many describe an everyday life where their neighbourhoods mostly appear in stories about crime, conflict and problems, rather than about everyday life, success or solutions. When the same places are repeatedly framed as problem areas, it creates distance both to the media and to the brands that appear there. That shapes which channels people follow, who they trust and where they actually consume news and communication.

A different media mix

The result is a media mix that looks different from the national average. Traditional Swedish channels such as public service TV and radio and the big newspapers still play an important role, but they are combined with other hubs. Many in the audience follow news through international outlets like BBC, CNN or Al Jazeera alongside Swedish media. Digital platforms aimed at specific languages or diaspora communities become central for news, analysis and culture that feel closer to their own everyday lives. At the same time, social media, local groups, YouTube channels and creators who share language, background or experience grow in importance. For many people these voices act as filters and interpreters of what is happening — they consume a story via someone they trust, rather than directly from a newsroom.

The drivers: representation, balance and cultural understanding

Behind these different media habits we hear the same themes again and again in interviews and focus groups. Many feel that the portrayal of the suburbs and areas with a high share of residents with foreign backgrounds is one-sided and negative, which creates mistrust towards both channel and content. There is a strong perception that coverage of the Middle East, Africa and other regions is often unbalanced or biased, and does not reflect the audience's own perspectives or experiences. A lack of cultural understanding means that some stories, wordings or visuals feel off or even disrespectful, even when that is not the intention. When these experiences accumulate over time, people naturally gravitate towards channels where they feel represented, hear their languages and see their everyday life reflected in a more nuanced way.

What this means for brands

For brands that want to reach Swedes with foreign backgrounds, it is not enough to run the same media plan as for all of Sweden and simply increase the spend. Parts of the audience move in different feeds, follow different voices and have different moments when consumption peaks, for example around Eid, Ramadan, Nowruz, Orthodox Christmas or Diwali, when spending on food, clothing, travel and gifts often increases. This means both channel choices and timing need to change. It is about combining Swedish mainstream channels with diaspora media, international news outlets, local community platforms, Impact OOH screens in the right neighbourhoods, and creators who actually have trust within the audience.

Our starting point

At Nathanael & Sowe, we base our work on interviews, focus groups and ongoing pulse studies with Swedes with foreign backgrounds. We consistently see that brands who take the audience's media habits, holidays and lived experiences seriously do not just get better reach. They also gain higher relevance and stronger brand relationships over time.